The Development Of The Relationship Markting Theory-外文翻译

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1、外文翻译原文Title：TheDevelopmentOfTheRelationshipMarktingTheoryMaterialSource：《RelationshipMarkting》Author：FilipAlinaAbstract：Relationshipmarketingrepresentstherecentstageinthedevelopmentofmarketingscience．ThetermwasfirstmentionedbyBerryin1983andtheorigins

2、ofrelationshipmarketingapproachareconsideredtobeinthebusinesstobusinessandservicesindustriesduetothespecialcharacteristicsoftheseareasandtheneedforcloserbuyer-sellerrelationships．Atthecentreoftherelationshipmarketingperspectiveistheideathatstomershav

3、econtinuingvalueovertheperiodtheystayinbusinesswithaspecificcompany．Thefocusis，therefore，ontherelationshipsratherthantransactions．Thedevelopmentoftherelationshipmarketingtheoryandpracticecanbeexaminedfromanumberofdifferentperspectives，whichishighligh

4、tedbytheexistenceofhreeschoolsofthought：TheNordicSchool，TheIndustrialMarketingandPurchasingGroup(IMPGroup)andTheAnglo-Australianapproach(TheCranfieldSchool)．Additional，intherelationshipmarketingliteraturecanbealsofoundseveralmid-rangeperspectiveswhic

5、hsuggestthatacompanyshouldmanageaportfoliooftransactionalandrelationalstrategiesdependingonthecustomer-supplierrelationshipandthelevelofcustomercommitmentandprofitabilityforthecompany．Keywords：relationshipmarketing，transactionalmarketing，buyer-seller

6、interaction，cross-functionalprocess，schoolsofthought．Inthelasttwentyyearstheconceptofrelationshipmarketinghasbeenamajorthemeofdiscussioninthemarketingtheoryandpractice．Thisisthereasonwhyprestigiouseconomicjournals(e．g．JournalofMarketing，JournalofBusi

7、nessandIndustrialMarketing，JournaloftheAcademyofMarketingScience，InternationalJournalofBankMarketing，JournalofStrategicMarketing)andinternationalconferenceshaveregularlypresentedthebenefitsofthisnewbusinessperspective．Theappearanceandrapidgrowthofint

8、erestforrelationshipmarketingwereduetothemanychangeswhichhaveoccurredintheinternationalbusiness10environmentfromthebeginningofthe1970＇suntilthepresentperiodoftime．Thesechangesknownalsoaskeydriversinthedevelopmentoftherelationshipmarketingconcept　canb